미국의 소비자운동

Abstract

This study explores the main characteristics and limits of consumer movement in the United States of America. We begin with a historical investigation of how the American consumers organized themselves to protect their interest, which is followed by an examination of current structure and status of consumer organizations. The development of U.S. consumer movement has been the configurative result of macro variables such as the political structure, economic situation, and consumption patterns and macro variables such as individual leadership and voluntary action. We argue that the American consumer movement today can be characterized by the concepts of institutionalization and bifurcation. The former refers to the cooptation of the movement into the legal and governmental system, while the latter represents the differing trajectories of consumer organizations in terms of the fund, audience, and personnel. The consumers have won many battles leading to governmental gurantee of various consumer rights thanks to the active lobbying by professional consumerists. However, quite ironically, the institutionalization of consumer rights led to the removal of voluntariness and participation from consumer movment. In consequence, (over)institutionalized U.S. consumer movement is facing a major crisis in current political economic context, which emphasizes the small government, market, and business competitiveness.